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All Journal SEIKO : Journal of Management & Business Altasia : Jurnal Pariwisata Indonesia International Journal of Economics Development Research (IJEDR) Jurnal Darma Agung Jurnal Abdimas Bina Bangsa Jurnal Abdimas Kartika Wijayakusuma Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Management Analysis Journal
Dalimunthe, Gallang Perdhana
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Journal : Management Analysis Journal

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Integrated Marketing Communication Strategy of Proposed Homecare Cleaning Product through New Product Development Process: A Case Study of PT. Siklus Refil Indonesia Syarifah Khoiriyah; Dalimunthe, Gallang Perdhana
Management Analysis Journal Vol. 14 No. 3 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i3.25903

Abstract

The study aims to discover a new homecare cleaner product and its marketing strategy using New Product Development (NPD) and Integrated Marketing Communication (IMC) theory. PT. Siklus Refil Indonesia, the eco-friendly retail homecare cleaning company, faces a fall in revenue due to limited product development and inefficient marketing strategy. This study uses mixed methods involving home care cleaner users. The quantitative data is from the questionnaire, and the qualitative data is from nethnography, interviews, and the VRIO and PESTLE framework. The new product is developed based on the findings on netnography, and interviews strengthened with VRIO and PESTLE framework. The marketing strategy is defined based on IMC principles and insights from interviews and questionnaires. The findings are the new product to be developed is a multipurpose cleaner. The marketing strategy involves an integrated communication approach consisting of the eight channels tailor-made for the multipurpose cleaner, which are advertising, sales promotion, online and social media marketing, event and experience, mobile marketing, public relations and publicity, direct and database marketing, and personal selling.
Building Brand Loyalty Through Brand Image, Perceived Value, and Brand Trust: A Study of NBRS, an Indonesian Modest Fashion Brand Al-ausath, Najmah Syahidah; Dalimunthe, Gallang Perdhana
Management Analysis Journal Vol. 14 No. 2 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i2.26551

Abstract

key factors in brand loyalty in NBRS, one of Indonesia's leading modest fashion brands, which is currently experiencing a decline in sales performance despite market growth. This contrast suggests that NBRS's market share losses were primarily due to brand-specific issues, particularly loyalty, rather than an overall market recession. Using a quantitative approach involving a structural equation modeling technique (SEM-PLS), based on a sample of 113 NBRS consumers, this study examines the roles of brand image, perceived value, and brand trust. The results show that brand image and perceived value positively influence brand loyalty, both directly and indirectly through brand trust. An internal analysis using a VRIO framework indicates that NBRS possesses strategic assets like a well-structured distribution network and partnership arrangement, while the external analysis using Porter's Five Forces Framework highlights high competition in the market, increasing threats from substitutes, and high bargaining power of buyers. Based on these insights, integrated marketing communication (IMC) strategies including digital advertising, sales promotions, public relations, experiential events, interactive content, and personal selling are recommended to improve the perceived value, brand image, and brand trust toward the brand loyalty.
Co-Authors Al-ausath, Najmah Syahidah Bestari, Dinda Kayani Putri Diana Sari Dwi Kartini, Dwi Hapsari, Ayuningtyas Yuli Latifah, Ifa Lisdayanti, Annisa Nilasari, Irma Nurunnisha, Gina Apryani Pipin Sukandi Praditya, Yusuf Alfyan Pratami, Ni Putu Nurwita Prawiraatmadja, Widhyawan Ryan Kurniawan Syarifah Khoiriyah Tanzil, Nessa Wijaya, Ni Putu Nurwita Pratami Yuyus Suryana